Successful marketing content engages with your target customers and attracts enquiries, which means it is a key tool to growing your business. But with everyone sharing content, how do you ensure yours cuts through all the noise? And doesn’t cost an arm and a leg and days to create too!
One-size-fits-all marketing is never going to make you stand out from the crowd, nor is it going to engage with your ideal customers. Here’s a reality check – B2B services-based businesses now need to ensure their marketing reflects the same level of ‘customer journey’ as consumer marketing does. They need to be niche, specific and relevant in how they communicate through their content.
Why you may ask?
Because it allows your business to much more easily develop increased opportunities for targeted, relevant, and timely engagement with your potential customers.
The challenge for many SME organisations, small business owners and consultants is aligning their content strategy with their sales and other business activities. Hold on a moment! Content strategy? OMG!
I see so many in these markets where their content is very similar to many others in their sector and is published sporadically so it doesn’t even really get seen by the people they want to attract and work with. This is where the need to really niche your service offering comes to the fore.
Even if your content is reserved for a monthly blog and weekly social media posts on just one social channel – you should definitely have a strategy and book in regular time to deliver on it, or work with someone who can do that for you of course! There is no point in reactive or ad-hoc content being created and shared without any thought to how that aligns with your business goals and those ideal customers that you want to work with.
And its key to differentiating in what for many is a crowded market.
So, for example, you offer HR Consultancy:
To who?
Is it sector-specific?
Is it also discipline-specific as HR, like marketing, covers many different elements?
So you could focus on an industry or niche even more to give you your own clearly defined market, and offer certain services aligned specifically for that industry.
Creating a niche will allow marketing to become a key tool to grow your business
I know you already have a very full to-do list so what I am going to say next is not going to be what you want to read! Successful marketing is not a half-hour job done once every couple of weeks or just whenever you have spare time.
Ideally, it takes an in-depth understanding of your target audience and regular time invested each week, (or month if you prefer to create content in batches) with everything that is published being designed to attract, inspire, excite and entice your ideal customers to want to know more and sign up to work with you because you offer exactly what they need.
And this works because you know:
Who you are talking to
How you can help them and;
This is all crystal clear in your marketing content
And remember that all your customers went on a journey before they were your customer. From discovering who you are to building that all-important know, like, and trust; to signing up for your services and eventually becoming a brand advocate for your business.
These steps are how marketing content can positively impact the overall customer experience that you offer and ultimately your bottom line.
If that resonates with you then let’s have a chat.
Have a peak at my range of services, all designed to transform
your marketing content into a customer attraction machine.